I Don’t Have Any Customers – Neither Should You!

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The worst thing your business can have is customers. Listen to this episode of the Sales Management Minute to find out why – and what you should seek instead.

Nope, I don’t have any customers, but I assure you that I don’t live in a refrigerator box. Have you ever looked up the definition of customer in Websters? It’s merely defined as someone who buys stuff. That’s it. Nothing more. There is absolutely no value in the relationship beyond the purchasing of goods and services.

Hand in hand with the term customer is vendor. And for me, there is no greater insult to a salesperson than being called a vendor. If you are being called a vendor, you blew it! They don’t see any value in you whatsoever. Vendors are the guys selling hot dogs and pretzels on the street, not developing solutions to complex business problems…functioning as a partner.

Like I said, I don’t have customers, but I do have plenty of clients. Look up client in Websters and you’ll quickly see that customer and client are not synonyms.

A client is one who is under the protection of another. Think about what you and your offering provide. How can you possibly have customers? You have clients! This may seem subtle, but it’s the little things that propel you to victory. Still want customers?

See you next time on the Sales Management Minute.

 AUTHOR:  LEE B. SALZ

Lee B. Salz is a leading sales management strategist specializing in helping companies build scalable, high-performance sales organizations through hiring the right salespeople, effectively onboarding them, and aligning their sales activities with business objectives through process, metrics and compensation. He is the Founder and CEO of Sales Architects, Business Expert Webinars and The Revenue Accelerator. Lee has authored several books including award-winning,  best-seller “Hire Right, Higher Profits.” He is a results-driven sales management consultant and a passionate, dynamic speaker . Lee can be reached at lsalz@SalesArchitects.net or 763.416.4321.

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